Sometimes science is the enemy of the marketer. Word from the UK today that scientists have ‘solved’ the mystery of Stonehenge. No, not how the huge stones got there, but why. It seems the Bluestones from the Preseli Mountains in South West Wales were thought to have healing powers. Theses were then brought to the sight of Stonehenge where they attracted pilgrims in search of cures for their ailments, as well as those who believed they could administer the healing. The scientists were also able to narrow down the dates they believe the stones were put in place.
While all this is excellent news in the field of science and history, I think it is a step in the wrong direction for those who market Stonehenge. As a consumer the mystery is gone once I read these articles. Perhaps it will open new opportunities and a cottage industry will blossom around the idea of the medicinal power of Stonehenge. Regardless, it’s important to understand the balance between giving your consumers all the information they want about your brand, and keeping some of the mystery as well.